"Until now, I believe it is not the original intention of the company, nor is it the original intention of the fans", In the early morning of December 13, Dongfang Selection anchor Dong Yuhui opened in this way to explain the origin of the "small composition" incident.
Recently, Dongfang Selection had a dispute with netizens over "who is the source of the propaganda copy", and he couldn't bear Dong Yuhui's reply to Hu. Dong Yuhui was absent from the original live broadcast interaction, and Dongfang Selection fans poured into the live broadcast room of competitors. Sun Dongxu, CEO of Dongfang Selection, criticized the team during the live broadcast on the evening of December 12, revealing that Dong Yuhui's annual salary is more than tens of millions of yuan ...... as reported on the InternetDong Yuhui clarified in the early morning of December 13 that the copywriting for the trip to Jilin was handled.
During this period, related topics have not been hotly searched, and the focus has changed from a small essay writer to the relationship between anchors and fans. The share price of Oriental Selection is very "injured", and on December 13, the share price of Oriental Selection fell by 13 compared with the opening of the day2%, and the market value evaporated by about HK$4.2 billion. After two years in the live broadcast track, Dongfang Selection has gained traffic and market, but the challenges in internal management and user communication are becoming more and more urgent.
Aggrieved.
became popular because of the small composition, and also fell into a storm because of the small composition, Dong Yuhui once again appeared on the hot search.
On December 10, Dongfang Selection's trip to Jilin ended, and it was not the record high sales that sparked heated discussions, but the controversy between Dong Yuhui, Dongfang Selection and fans about the author of the essay.
Some netizens are curious about who the copywriting comes from?Dongfang Selection's answer is, "Every time a small essay is produced, the anchor is in front of the camera, and behind it are the friends of the copywriting creation team, shooting team, and editing team.
Dong Yuhui's fans didn't buy it, thinking that this was Dongfang's selection to backstab Dong Yuhui. After that, Sun Dongxu spoke out about this, saying that some of the remarks on the Internet were a bit extreme, denying the efforts and contributions of other anchors and behind-the-scenes teams. He believes that this extreme view is a killing and trampling, which has caused a lot of trouble for his team. Dong Yuhui mentioned that he didn't understand the business and replied to Hu during the live broadcast, which made him very aggrieved.
I can't bear Yuhui saying in front of the camera, 'I claim to know the business very well', and 'Hu replied'. It's one thing to work happily with an anchor, but let's be clear: there is no 'Hu reply'!Jilin copywriting was created independently by copywriting partners, and the anchor only changed 5 words. The little partner in Shanxi completed it independently, and the anchor did not change a word. Sichuan and Gansu are similar", Yang Yang wrote more than 200 words, "Choreographers and directors like to cooperate with Yuhui, but there are always so-called 'fans' who stir things back and forth in the name of love, and even cyber bully us."
In fact, small essays are impromptu texts that have no time to prepare, and later live broadcasts in the field, (I) often need to improvise small essays to fight for transition time in order to cooperate with the scene", in the long article released in the early morning of December 13, Dong Yuhui talked about the creation of small essays, "Later, we held provincial-level special sessions, such as Xi'an and Inner Mongolia, I wrote them directly, and some came to me, I provided ideas and suggestions, they recorded and recorded, went back to create, and then discussed and revised by the two sides in the later stage, and finally formed." ”
The controversial trip to Jilin belongs to the third situation, "I write it according to my own ideas, and if I am satisfied with it after reading it, I will rarely change it or not change it." This time it was written in a different way of thinking than we mentioned at the beginning, but it was good, so it basically didn't change." Dong Yuhui explained the creative mode of the small composition.
Wealth" passed to competitors.
Sun Dongxu also responded to the matter many times, and during the live broadcast on the evening of December 12, he criticized the team, saying that the work is emotional and the communication method is inappropriate;bluntly said that Dong Yuhui's mood was affected, and he temporarily decided not to broadcast live on December 10;recognized Dong Yuhui's contribution and revealed that his annual salary is more than tens of millions of yuan as reported on the Internet.
Regarding the attitude of the fan circle, he and Dong Yuhui's attitude are the same: "Say 'no' to the behavior of the 'fan circle', and hope that some fans will stay calm." Dong Yuhui also made it clear in the long article: "I oppose the fan circle culture, and I also oppose the stigmatization of anyone with ulterior motives in the name of 'fan circle'." ”
After eating melons for a few days, Wang Chao, the founder of Wenyuan Think Tank, focused not on the fan circle culture, but on the relationship between the big anchor and the company.
Even if New Oriental, a company that has been well managed for decades and has been the founder of the company, it still faces problems such as the distribution of the company and the big anchor, the independent management of the big anchor, etc., the value created by the big anchor is far greater than the company's return, and the traditional company management model, it is difficult for employees who are not major shareholders to get excess returns, and the management model tends to be strictly managed. In fact, Dong Yuhui is already the largest IP of Dongfang Selection, far more than the founder Yu Minhong", he told a reporter from Beijing Business Daily, "This incident shows that Dongfang Selection, a live broadcast company that has changed careers, is facing new industry problems and management problems like the original live broadcast company." ”
The user's focus is more diverse, "Take a good rest for a while, I wish you well", and the message of an aunt in her fifties received the most likes under Dong Yuhui's long article. A comment in the comments below this one reads, "Yu Minhong has achieved New Oriental, Dong Yuhui has achieved Oriental Selection, and Dongfang Xiaosun (Sun Dongxu) has achieved Gaotu", as of the press release of a reporter from Beijing Business Daily, the number of likes for this comment is 1109.
The source of this stalk is the live broadcast room of Gaotu Jiapin on December 11. Gaotu Jiapin is a live broadcast room under Gaotu Education, and like Dongfang Selection, it is from education to live broadcast e-commerce. On the same day, Dongfang Selection fans wore the "Selection Group" light sign on their heads and shouted to Gaotu Jiapin: "You have to catch the wealth sent by Dongfang Selection." A statistic shows that in two days, Gaotu Jiapin has gained nearly 100,000 fans, and Dongfang has selected nearly 100,000 fans.
It is normal for the public to express their emotions, and the company should make plans for such hot emergencies to deal with the short-term loss of users or short-term sleep", Chen Tao, a senior analyst in the brand retail industry at Analysys, told Beijing Business Daily.
The market value evaporated by more than 4 billion Hong Kong dollars.
The losses are not only these, on December 13, when the Hong Kong stock market **, the stock price of Oriental Selection was 27HK$2, up from HK$31 at the opening of the dayHK$35**132%, in one day, the market value of Oriental Selection was less than 4.2 billion Hong Kong dollars.
Chen Tao believes that "the stock price change at a certain stage cannot directly reflect the company's operating conditions. Users do not understand the internal operation of the company, and the communication between the company, the anchor and the user cannot stop at the product information. This time, there was a communication problem between the team and the users, but the operation of the company will not change because of a certain streamer."
Wang Chao has a different view, he told a reporter from Beijing Business Daily, "Dong Yuhui is to New Oriental, just like Simba and Xin Xuan, Li Jiaqi and Mei One, its role is needless to say, the capital market has sensitively captured the potential huge crack of New Oriental, and voted against this conflict, which proves the importance of Dong Yuhui to New Oriental." The fluctuation of the stock price and market value reflects Dong Yuhui's true worth."
Oriental Selection's 2023 fiscal year (June 1, 2022 to May 31, 2023) results show that Oriental Selection's revenue is 45100 million yuan, an increase of 402% over the previous fiscal year, and an adjusted net profit of 10900 million yuan, compared with an adjusted net loss of 3600 million yuan.
On November 21, Dongfang Selection also expressed its dedication to the live broadcast e-commerce track with the attitude of ** education business. According to the plan, Oriental Selection will use 1.5 billion yuan to give the education business to the parent company New Oriental. Upon completion of the transaction, Oriental Selection will become an operator specializing in self-operated products and live streaming services.
In the era of live broadcasting, the connection between big anchors and fans is close, far from the intimate relationship that New Oriental teachers could achieve back then", Wang Chao believes, "If devoting himself to live broadcast is the first test for Yu Minhong and New Oriental, how to treat Dong Yuhui and the big anchor in the future is the second hurdle that Yu Minhong has to pass." ”
Beijing Business Daily reporter Wei Wei.